Effie case: British Airways Go with those who know ZenithOptimedia USA

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Effie case British Airways Go with those who
knowZenithOptimedia USA
Lisette Hermans, COO
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Marketing Challenge

• After 9/11 international travelling plummeted
• Airlines battled with lowest price offers
• Online aggregators conditioned for cheapest
  prices
• British Airways was not able to support lowest
  cost strategy
• Challenge motivate consumer to prefer BA beyond
  a low price

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Campaign objectives

• Meet revenue targets
• Shift 20 of new leisure bookings to BA.com
• Drive demand beyond price by bolstering brand
  equity through a unique ownable campaign

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Target Audience

• Affluent, well-educated travellers
• Nice and high-quality
• Only 25 of US population has a passport
• Only 7 visits Western Europe in a given year
• Interests go beyond sightseeing, they want to
  experience
• Economy-class travellers are price motivated, but
  35 will factor brand reputation, past experience
  and good value in decision
• Thrill of vacation starts with daydreaming and
  researching destinations (79 of international
  travellers research on the web)

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Creative Strategy
Consumer TruthWhen visiting a foreign place
its always better to go with experts
Brand TruthBritish Airways is the home carrier
and knows most about London
Powerful TruthBritish Airways deliversthe
authentic London


Go with those who know
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Media Strategy

• Inseparable with creative strategy
• Together they built ownership of London and
  British expertise
• Integrated the campaign into their daily life
• Content-driven, educational and contextual
  relevant
• 500 unique outdoor sites with contextual relevancy

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Media Strategy

• Viral elements, giveaways
• Online presence
• BA.com was enlarged with a British slang
  translator, a guide to recommendations of the
  native Londoner and a place to use Britspeak
  in SMS or e-mail
• British Airways spent appr. thesame budget as
  the prior year,and less than competition

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Supporting communication

• Worlds first English-to-English dictionary
  passed out to passengers
• And distributed by British Airways branded taxi
  cabs
• Deli bags, coasters, postcards
• Sponsoring of Wimbledonthrough event marketing,
  sweepstakes, product displaysin business class
  lounge, branding of Pershing Square and
  television advertising
• PR, buzz and coverage on numerous blogs

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Results

• Despite softening market demand and stiff price
  competition forward bookings increased above
  market growth
• 24 of bookings were made on BA.com
• In only one month 558 thousand visitors at
  BA.com, staying there on average 2 minutes and 17
  seconds
• 130 thousand landing page visits to Britspeak
• Over 246 Brit-speak dictionary words selected, 12
  words per visit
• Highest response ever on sweepstakes NY Post 58
  thousand entries
• British Airways took the lead in consideration
  with 85
• 48 linked Go with those who know to British
  Airways